Research Article
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Evaluation of Web Pages of Non-Profit Organizations in the Context of Customer Orientation

Year 2020, Volume: 4 Issue: 8, 197 - 210, 15.12.2020
https://doi.org/10.31006/gipad.732851

Abstract

In this study, the extent to which customer-oriented non-profit organizations operating in Turkey aimed to evaluate web pages that they have a point of view. In line with the purpose, in addition to the organizations that received tax exemption by the Revenue Administration, non-profit organizations in Turkish literature were included in the study. In this context, the web pages of 60 organizations that provide online donations from 291 organizations examined were analyzed using the content analysis method within the framework of the criteria determined based on the relevant literature. As a result of the research, web pages generally provide criteria such as logo, contact information, socket level security protocol (SSL) and social media connections, but possess flashing area on the web page, online membership-discussion area-questionnaire and catalog- They were found to be incomplete in criteria such as including areas such as brochures. It has been determined that the web pages of non-profit organizations are not designed in a customer-oriented manner in accordance with the determined criteria. The study provides conclusions about providing according to the related literature and practitioners.

References

  • Aytaç, S. E., & Çarkoğlu, A. (2020). Türkiye’de Bireysel Bağışçılık ve Hayırseverlik 2019. İstanbul: TÜSEV.
  • Bayram, M., & Yaylı, A. (2009). Otel Web Sitelerinin İçerik Analizi Yöntemiyle Değerlendirilmesi. Elektronik Sosyal Bilimler Dergisi, 8(27): 347-379.
  • Bennett, R. (2003). Competitor analysis practices of British charities. Marketing Intelligence & Planning,, Vol. 21 No. 6, pp. 335-345.
  • Bhagat, V. (2004). The new marketing model for nonprofits. . Location: Publisher.
  • Bortree, D., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Public Relations Rewiew, 317-319.
  • Briones, R. L., Kuch, B., Liu, B., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37-43.
  • Centaur, L. (2003). Oxfam views online as the future core of fundraising. New Media Age, 2.
  • Chiagouris, L. (2005). Nonprofit brands come of age. Marketing Management, Sept/Oct, p. 30-33.
  • Corby, K., & Sowards, S. (2000). Authoring specialized Web sites: The education book reviews Web site. References Services Rewiew, (28) 1, 47-54.
  • Dumlu, H., & Kaygısız, E. G. (2018). Kurumsal İtibar Bağlamında Türk Futbol Takımlarının Web Sitelerinin Değerlendirilmesi: Süper Lig Örneği. Üçüncü Sektör Sosyal Ekonomi, 53 (3): 1258-1272.
  • Duygun, A., & Alnıpak, S. (2017). Web sitelerinin pazarlama iletişim aracı olarak içerik analizi ile değerlendirilmesi: Yük taşımacılığı yapan firmalar üzerine bir araştırma. The Turkish Online Journal of Design, Art and Communication-TOJDAC, 409-417.
  • Ebaugh, H. R., Chafetz, J. S., & Pipes, P. (2005). Funding good works: Finding sources of faith-based social service coalitions. Nonprofit and Voluntary Sector Quarterly, Dec, 34(4), p. 448-472.
  • Eisenhardt, K., & Martin, J. A. (2000). Eisenhardt , K . and Martin , J . A . Dynamic capabilities: What are they? Strategic Management Journal, 21 (10 – 11) : 1105 – 1121.
  • Evans, M., Wedange , G., Ralston, L., & Hul, S. (2001). Consumer interaction in the virtual era:some qualitative insights. Qualitative Market Research, Vol. 4 No. 3, pp. 150-159.
  • Greenberg, J., & MacAulay, M. (2009). NPO 2.0? Exploring the web presence of environmental nonprofit organizations in Canada. Global Media Journal–Canadian Edition, 63-88.
  • Griffith, D. A., Noble, S. M., & Qimei, C. (2006). The performance implications of entrepreneurial proclivity: A dynamic capabilities approach. Journal of Retailing, 82 (1) : 51 – 62 .
  • Guo, C., & Saxton, G. D. (2013). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and Voluntary Sector Quarterly. Advance online publication.: doi:10.1177/0899764012471585 adresinden alındı
  • Harrison-Walker, L. (2000). Building e-support for cause-related marketing through strategic alliances. International Journal of Nonprofit and Voluntary Services Marketing, 248-259.
  • Hart, T. R. (2002). ePhilantrophy: Using the Internet to build support. International Journal of Voluntary Sector Marketing, 7(4), 353-360.
  • Kent , M., Taylor, M., & White, W. (2003). The relationship between Website design and organizational responsiveness to stakeholders. . Public Relations Rewiew, 29(1), 63-77.
  • Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. The Journal of Marketing, 1-18.
  • Lassar , W., Manolis, C., & Lassar, S. (2005). The relationship between consumernnovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing,, Vol. 23 No. 2, pp. 176-199.
  • Lee, R. P., & Grewal, R. (2004). Strategic responses to new technologies and their impact on firm performance. Journal of Marketing, 68 (October) : 157 – 171.
  • Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. . Public Relations Review, 313-318.
  • Nacar, R., & Burnaz, Ş. (2011). A cultural content analysis of multinational companies' web sites. Qualitative Market Research: An International Journal, 274-288.
  • Naddaff, A. (2004). Branding by design: How nonprofits can fight for dollars with a strong visual presence. Communication World, Sept/Oct, p. 18-21.
  • Naudé, A., Froneman, J., & Atwood, R. (2004). The use of the Internet by ten South African non-governmental organizations—a public relations perspective. Public Relations Rewiew, 30(1), 87-94.
  • Oracle. (2011). Customer Experience Impact Report. Redwood Shores, California, U.S.A.
  • Ordanini, A., & Rubera, G. (2007). Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity. . International Journal of Internet Marketing and Advertising, 4 (1): 4-25.
  • Pentecost, R., & Andrews, L. (2010). Differences between students and non-students’ willingness to donate to a charitable organization. . International Journal of Nonprofit and Voluntary Sector Marketing, 122-136.
  • Perry, M., & Bodkin, C. D. (2000). Fortune 500 manufacturer web sites Innovative marketing strategies or cyberbrochures? Industrial Marketing Management, 87-97.
  • Perry, M., & Shao, A. T. (2005). Incumbents in a dynamic internet related services market: Does customer and competitive orientation hinder or help performance . Industrial Marketing Management, 34 (6) : 590-601.
  • Poddar , A . , Donthu , N . and Wei , Y . ( 2008 ) Web site customer orientations web site quality and purchase intentions: The role of web site personality . . (tarih yok). Journal of Business Research, 62 (4) : 441 – 450 .
  • Poddar, A., Donthu, N., & Wei, Y. (2008). Web site customer orientations web site quality and purchase intentions: The role of web site personality. Journal of Business Research, 62 (4) : 441 – 450.
  • PwC. (2017, 12 08). PwC'nin son araştırmasına göre; Türkiye'de eğlence ve medya sektöründe internet kullanımı daha hızlı büyüyor. https://www.pwc.com.tr/tr/basin-odasi/2017-basin-bulteni/pwcnin-son-arastirmasina-gore-turkiyede-eglence-ve-medya-sektorunde-internet-kullanimi-daha-hizli-buyuyor.html adresinden alındı
  • Ramsey, E., & McCole, P. (2005). E-business in professional SMEs: The case of New Zealand. Journal of Small Business and Enterprise Development, 12 (4) : 528 – 544.
  • Rangan, V., Menezes, M., & Maier, E. (1992). Channel selection for new industrial products: A framework, method, and application. Journal of Marketing, 69-82.
  • Rogers, M. E. (2003). Diffusion of innovations (Fifth edition). New York: Free Press.
  • Taylor, M., McWilliam, J., Forsyth, H., & Wade, S. (2002). Methodologies and website development:a survey of practice. Information and Software Technology, Vol. 44 No. 6, pp. 381-390.
  • Tiltay, M. A. (2014). Bir tüketici davranışı olarak bireysel bağış: Bağış motivasyonlarının doğrudan ve dolaylı bağış üzerindeki etkisi. (Yayımlanmamış doktora tezi). Eskişehir Osmangazi Üniversitesi, Sosyal Bilimler Enstitüsü, Eskişehir.
  • Wan, H. (2000). Opportunities to enhance a commercial website. Information & Management, Vol. 38 No. 1, pp. 15-20.
  • Waters, R., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Rewiew, 102-106.
  • We Are Social & Hootsuite. (2020, 02 01). Global Digital Overwiew. New York: One Liberty . https://www.evrensel.net/yazi/85646/2020de-internetin-durumu adresinden alındı
  • Wenham, K., Stephens, D., & Hardy, R. (2003). The marketing effectiveness of UK environmental charity websites compared to best practice. International Journal of Nonprofit and Voluntary Sector Marketing, 213-223.
  • www.gib.gov.tr. (2019, 10 15). Gelir İdaresi Başkanlığı: https://www.gib.gov.tr/yardim-ve-kaynaklar/yararli-bilgiler/vergi-muafiyeti-taninan-vakiflarin-listesi adresinden alındı
  • Yılmaz, Ö. (2017). Türkiye’deki Yerli ve Yabancı Otel Zincirlerine Yönelik Web Tabanlı İçerik Analizi. Journal of Yasar University, 237-248.

Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi

Year 2020, Volume: 4 Issue: 8, 197 - 210, 15.12.2020
https://doi.org/10.31006/gipad.732851

Abstract

Bu çalışmada Türkiye’de faaliyet gösteren kâr amaçsız örgütlerin web sayfaları bağlamında hangi ölçüde müşteri odaklı bir bakış açısına sahip olduklarının değerlendirilmesi amaçlanmıştır. Amaç doğrultusunda Gelir İdaresi Başkanlığı tarafından vergi muafiyeti alan kâr amaçsız örgütlere ek olarak Türkçe yazında konu alınan kâr amaçsız örgütlere çalışmada yer verilmiştir. Bu bağlamda incelenen 291 örgütten çevrimiçi bağış yapabilme imkânı sunan 60 örgütün web sayfaları ilgili yazından hareketle belirlenen ölçütler çerçevesinde içerik analizi yöntemi kullanılarak incelenmiştir. Araştırma neticesinde web sayfalarının genel olarak logo, iletişim bilgisi, soket düzeyi güvenlik protokolü (SSL) bulundurma ve sosyal medya bağlantılarına yer verme gibi ölçütleri sağladığı, ancak web sayfasında yanıp sönen alan bulundurma, çevrimiçi üyelik-tartışma alanı-anket gibi unsurları bulundurma ve katalog-broşür gibi alanları içerme gibi ölçütlerde eksik kaldıkları görülmüştür. Belirlenen ölçütler çerçevesinde kâr amaçsız örgütlerin web sayfalarının yeterince müşteri odaklı bir biçimde tasarlanmadıkları saptanmıştır.

References

  • Aytaç, S. E., & Çarkoğlu, A. (2020). Türkiye’de Bireysel Bağışçılık ve Hayırseverlik 2019. İstanbul: TÜSEV.
  • Bayram, M., & Yaylı, A. (2009). Otel Web Sitelerinin İçerik Analizi Yöntemiyle Değerlendirilmesi. Elektronik Sosyal Bilimler Dergisi, 8(27): 347-379.
  • Bennett, R. (2003). Competitor analysis practices of British charities. Marketing Intelligence & Planning,, Vol. 21 No. 6, pp. 335-345.
  • Bhagat, V. (2004). The new marketing model for nonprofits. . Location: Publisher.
  • Bortree, D., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Public Relations Rewiew, 317-319.
  • Briones, R. L., Kuch, B., Liu, B., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37-43.
  • Centaur, L. (2003). Oxfam views online as the future core of fundraising. New Media Age, 2.
  • Chiagouris, L. (2005). Nonprofit brands come of age. Marketing Management, Sept/Oct, p. 30-33.
  • Corby, K., & Sowards, S. (2000). Authoring specialized Web sites: The education book reviews Web site. References Services Rewiew, (28) 1, 47-54.
  • Dumlu, H., & Kaygısız, E. G. (2018). Kurumsal İtibar Bağlamında Türk Futbol Takımlarının Web Sitelerinin Değerlendirilmesi: Süper Lig Örneği. Üçüncü Sektör Sosyal Ekonomi, 53 (3): 1258-1272.
  • Duygun, A., & Alnıpak, S. (2017). Web sitelerinin pazarlama iletişim aracı olarak içerik analizi ile değerlendirilmesi: Yük taşımacılığı yapan firmalar üzerine bir araştırma. The Turkish Online Journal of Design, Art and Communication-TOJDAC, 409-417.
  • Ebaugh, H. R., Chafetz, J. S., & Pipes, P. (2005). Funding good works: Finding sources of faith-based social service coalitions. Nonprofit and Voluntary Sector Quarterly, Dec, 34(4), p. 448-472.
  • Eisenhardt, K., & Martin, J. A. (2000). Eisenhardt , K . and Martin , J . A . Dynamic capabilities: What are they? Strategic Management Journal, 21 (10 – 11) : 1105 – 1121.
  • Evans, M., Wedange , G., Ralston, L., & Hul, S. (2001). Consumer interaction in the virtual era:some qualitative insights. Qualitative Market Research, Vol. 4 No. 3, pp. 150-159.
  • Greenberg, J., & MacAulay, M. (2009). NPO 2.0? Exploring the web presence of environmental nonprofit organizations in Canada. Global Media Journal–Canadian Edition, 63-88.
  • Griffith, D. A., Noble, S. M., & Qimei, C. (2006). The performance implications of entrepreneurial proclivity: A dynamic capabilities approach. Journal of Retailing, 82 (1) : 51 – 62 .
  • Guo, C., & Saxton, G. D. (2013). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and Voluntary Sector Quarterly. Advance online publication.: doi:10.1177/0899764012471585 adresinden alındı
  • Harrison-Walker, L. (2000). Building e-support for cause-related marketing through strategic alliances. International Journal of Nonprofit and Voluntary Services Marketing, 248-259.
  • Hart, T. R. (2002). ePhilantrophy: Using the Internet to build support. International Journal of Voluntary Sector Marketing, 7(4), 353-360.
  • Kent , M., Taylor, M., & White, W. (2003). The relationship between Website design and organizational responsiveness to stakeholders. . Public Relations Rewiew, 29(1), 63-77.
  • Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. The Journal of Marketing, 1-18.
  • Lassar , W., Manolis, C., & Lassar, S. (2005). The relationship between consumernnovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing,, Vol. 23 No. 2, pp. 176-199.
  • Lee, R. P., & Grewal, R. (2004). Strategic responses to new technologies and their impact on firm performance. Journal of Marketing, 68 (October) : 157 – 171.
  • Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. . Public Relations Review, 313-318.
  • Nacar, R., & Burnaz, Ş. (2011). A cultural content analysis of multinational companies' web sites. Qualitative Market Research: An International Journal, 274-288.
  • Naddaff, A. (2004). Branding by design: How nonprofits can fight for dollars with a strong visual presence. Communication World, Sept/Oct, p. 18-21.
  • Naudé, A., Froneman, J., & Atwood, R. (2004). The use of the Internet by ten South African non-governmental organizations—a public relations perspective. Public Relations Rewiew, 30(1), 87-94.
  • Oracle. (2011). Customer Experience Impact Report. Redwood Shores, California, U.S.A.
  • Ordanini, A., & Rubera, G. (2007). Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity. . International Journal of Internet Marketing and Advertising, 4 (1): 4-25.
  • Pentecost, R., & Andrews, L. (2010). Differences between students and non-students’ willingness to donate to a charitable organization. . International Journal of Nonprofit and Voluntary Sector Marketing, 122-136.
  • Perry, M., & Bodkin, C. D. (2000). Fortune 500 manufacturer web sites Innovative marketing strategies or cyberbrochures? Industrial Marketing Management, 87-97.
  • Perry, M., & Shao, A. T. (2005). Incumbents in a dynamic internet related services market: Does customer and competitive orientation hinder or help performance . Industrial Marketing Management, 34 (6) : 590-601.
  • Poddar , A . , Donthu , N . and Wei , Y . ( 2008 ) Web site customer orientations web site quality and purchase intentions: The role of web site personality . . (tarih yok). Journal of Business Research, 62 (4) : 441 – 450 .
  • Poddar, A., Donthu, N., & Wei, Y. (2008). Web site customer orientations web site quality and purchase intentions: The role of web site personality. Journal of Business Research, 62 (4) : 441 – 450.
  • PwC. (2017, 12 08). PwC'nin son araştırmasına göre; Türkiye'de eğlence ve medya sektöründe internet kullanımı daha hızlı büyüyor. https://www.pwc.com.tr/tr/basin-odasi/2017-basin-bulteni/pwcnin-son-arastirmasina-gore-turkiyede-eglence-ve-medya-sektorunde-internet-kullanimi-daha-hizli-buyuyor.html adresinden alındı
  • Ramsey, E., & McCole, P. (2005). E-business in professional SMEs: The case of New Zealand. Journal of Small Business and Enterprise Development, 12 (4) : 528 – 544.
  • Rangan, V., Menezes, M., & Maier, E. (1992). Channel selection for new industrial products: A framework, method, and application. Journal of Marketing, 69-82.
  • Rogers, M. E. (2003). Diffusion of innovations (Fifth edition). New York: Free Press.
  • Taylor, M., McWilliam, J., Forsyth, H., & Wade, S. (2002). Methodologies and website development:a survey of practice. Information and Software Technology, Vol. 44 No. 6, pp. 381-390.
  • Tiltay, M. A. (2014). Bir tüketici davranışı olarak bireysel bağış: Bağış motivasyonlarının doğrudan ve dolaylı bağış üzerindeki etkisi. (Yayımlanmamış doktora tezi). Eskişehir Osmangazi Üniversitesi, Sosyal Bilimler Enstitüsü, Eskişehir.
  • Wan, H. (2000). Opportunities to enhance a commercial website. Information & Management, Vol. 38 No. 1, pp. 15-20.
  • Waters, R., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Rewiew, 102-106.
  • We Are Social & Hootsuite. (2020, 02 01). Global Digital Overwiew. New York: One Liberty . https://www.evrensel.net/yazi/85646/2020de-internetin-durumu adresinden alındı
  • Wenham, K., Stephens, D., & Hardy, R. (2003). The marketing effectiveness of UK environmental charity websites compared to best practice. International Journal of Nonprofit and Voluntary Sector Marketing, 213-223.
  • www.gib.gov.tr. (2019, 10 15). Gelir İdaresi Başkanlığı: https://www.gib.gov.tr/yardim-ve-kaynaklar/yararli-bilgiler/vergi-muafiyeti-taninan-vakiflarin-listesi adresinden alındı
  • Yılmaz, Ö. (2017). Türkiye’deki Yerli ve Yabancı Otel Zincirlerine Yönelik Web Tabanlı İçerik Analizi. Journal of Yasar University, 237-248.
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Papers
Authors

Mustafa Ece 0000-0002-6286-0749

Muhammet Ali Tiltay 0000-0001-7877-8523

Publication Date December 15, 2020
Published in Issue Year 2020 Volume: 4 Issue: 8

Cite

APA Ece, M., & Tiltay, M. A. (2020). Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi. Girişimcilik İnovasyon Ve Pazarlama Araştırmaları Dergisi, 4(8), 197-210. https://doi.org/10.31006/gipad.732851
AMA Ece M, Tiltay MA. Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi. GİPAD. December 2020;4(8):197-210. doi:10.31006/gipad.732851
Chicago Ece, Mustafa, and Muhammet Ali Tiltay. “Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi”. Girişimcilik İnovasyon Ve Pazarlama Araştırmaları Dergisi 4, no. 8 (December 2020): 197-210. https://doi.org/10.31006/gipad.732851.
EndNote Ece M, Tiltay MA (December 1, 2020) Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi. Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi 4 8 197–210.
IEEE M. Ece and M. A. Tiltay, “Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi”, GİPAD, vol. 4, no. 8, pp. 197–210, 2020, doi: 10.31006/gipad.732851.
ISNAD Ece, Mustafa - Tiltay, Muhammet Ali. “Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi”. Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi 4/8 (December 2020), 197-210. https://doi.org/10.31006/gipad.732851.
JAMA Ece M, Tiltay MA. Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi. GİPAD. 2020;4:197–210.
MLA Ece, Mustafa and Muhammet Ali Tiltay. “Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi”. Girişimcilik İnovasyon Ve Pazarlama Araştırmaları Dergisi, vol. 4, no. 8, 2020, pp. 197-10, doi:10.31006/gipad.732851.
Vancouver Ece M, Tiltay MA. Kâr Amaçsız Örgütlerin Web Sayfalarının Müşteri Odaklılık Bağlamında Değerlendirilmesi. GİPAD. 2020;4(8):197-210.